50 percent of Facebook user access the network multiple times per day. Active users of smaller social media sites, like Tumblr, LinkedIn and Pinterest, are visiting much less frequently, reveals new study from Global Web Index.

The study also found that Facebook users of all ages are equally likely to be using the platform several times daily; while on other platforms, 16-34 years old are more frequent users than older groups.

Facebook’s success at making its platform integral to its users’ online lives is obvious when we look at usage frequency among active users on other platforms. On YouTube, Twitter, Instagram and Google+, just 25-28% are accessing multiple times a day – half the figure that Facebook posts.